The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study
The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand lo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2017
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| Online Access: | http://journalarticle.ukm.my/20755/ http://journalarticle.ukm.my/20755/1/15218-65501-1-PB.pdf |
| _version_ | 1848815186867126272 |
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| author | Ahmad Mabkhot, Hashed Hasnizam Shaari, Salniza Md. Salleh, |
| author_facet | Ahmad Mabkhot, Hashed Hasnizam Shaari, Salniza Md. Salleh, |
| author_sort | Ahmad Mabkhot, Hashed |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and
brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the
relationships between brand personality (BP) and brand loyalty. This study was carried out because only a few studies have
examined the influence of brand image, brand personality, and brand trust on brand loyalty. The Partial Least Squares
Structural Equation Modelling (PLS-SEM) was employed in the data analysis. The findings revealed significant relationships
between brand image and brand loyalty. However, this study did not find any significant relationships between brand
personality and brand loyalty. In addition, brand trust is found to mediate the relationships between brand personality
and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty. The study
concludes with a discussion on the contributions, limitations as well as suggestions for future research. |
| first_indexed | 2025-11-15T00:45:59Z |
| format | Article |
| id | oai:generic.eprints.org:20755 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:45:59Z |
| publishDate | 2017 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:207552022-12-14T07:51:17Z http://journalarticle.ukm.my/20755/ The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study Ahmad Mabkhot, Hashed Hasnizam Shaari, Salniza Md. Salleh, The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty. This study was carried out because only a few studies have examined the influence of brand image, brand personality, and brand trust on brand loyalty. The Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed in the data analysis. The findings revealed significant relationships between brand image and brand loyalty. However, this study did not find any significant relationships between brand personality and brand loyalty. In addition, brand trust is found to mediate the relationships between brand personality and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty. The study concludes with a discussion on the contributions, limitations as well as suggestions for future research. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20755/1/15218-65501-1-PB.pdf Ahmad Mabkhot, Hashed and Hasnizam Shaari, and Salniza Md. Salleh, (2017) The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study. Jurnal Pengurusan, 50 . pp. 71-82. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1026 |
| spellingShingle | Ahmad Mabkhot, Hashed Hasnizam Shaari, Salniza Md. Salleh, The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title | The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title_full | The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title_fullStr | The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title_full_unstemmed | The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title_short | The influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| title_sort | influence of brand image and brand personality on brand loyalty, mediating by brand trust : an empirical study |
| url | http://journalarticle.ukm.my/20755/ http://journalarticle.ukm.my/20755/ http://journalarticle.ukm.my/20755/1/15218-65501-1-PB.pdf |